Editorial Board   Guest Author

Ms. Ford

Tracy Ford

Executive Director of Member Services, Wireless Infrastructure Association

Tracy Ford is Executive Director of Member Services at the Wireless Infrastructure Association and guides HetNet Forum initiatives for the association. The Wireless Infrastructure Association represents the businesses that develop, build, own and operate the nation's wireless infrastructure. Members include wireless carriers, infrastructure providers, and professional services firms that collectively own and operate telecommunications facilities around the globe. Through public affairs and advocacy efforts — on the local, state and federal level — WIA works to support the widespread deployment of wireless infrastructure in order to enable wireless broadband everywhere.

The HetNet Forum is a membership group of WIA dedicated to the advancement of the heterogeneous network. The HetNet is a wireless ecosystem composed of a variety of mobile and wireless technologies and infrastructure, interoperable with the macrocellular network providing harmonious voice and data communications. Ms. Ford also leads WIA's Innovation & Technology Council, which produces thought-leadership items on topics including 5G, CBRS and in-building wireless solutions.  

Ms. Ford has spent more than two decades covering the rapidly changing wireless industry, tracking its changes as it grew from a voice-centric marketplace to the dynamic data-intensive industry it is today. She started her technology journalism career at RCR Wireless News and has held a number of titles there, including associate publisher and executive editor. She is a winner of the American Society of Business Publication Editors Silver Award for both trade show and government coverage. She joined WIA in 2011. A graduate of the Minnesota State University-Moorhead, Ms. Ford holds a B.S. degree in Mass Communications with an emphasis on public relations.

Please visit http://www.wia.org for more information.

Ms. Ford can be contacted at +1 703-535-7459 or tracy.ford@wia.org

Coming up in October 2020...

Revenue Management: Maximizing Profit

Hotel Revenue Management continues to evolve at a blistering pace. Driven by technological innovation and new distribution channels, there are some dynamic opportunities for expansion in this fast-growing field. The technology is primarily designed to help revenue managers further refine their operations and pricing models to maximize hotel profit. For example, hotels can't be all things to all people, so a key strategy is to precisely identify their target audience. By employing geo-targeting techniques and analyzing behavior such as previous bookings, on-property purchases and online shopping practices, there is an increased capability to define guest demographics. By segmenting customers in more specific ways, hotels are able to create more personalized experiences which, in turn, allow managers to optimize their room rates. It is also an effective way to fulfill the unique needs and preferences of the individual. Another methodology is to consistently monitor the competition's pricing strategies. There are software tools that analyze a competitor's current rates, and then allow a hotel to make its own pricing adjustments. It is also a useful means to conduct forecasting models. Other technologies that are being integrated into a revenue manager's toolkit include Artificial Intelligence in the form of automated algorithms, and Voice Recognition (VR) for data inquiries, rate changes, and booking behavior. Predictive and analytic software programs are also being leveraged to provide more forward-looking data, instead of the usual reliance on historical performance. These metrics allow managers to be more proactive - rather than reactive - with their revenue strategy. The October issue of the Hotel Business Review will examine these developments and report on how some leading hotels are executing their revenue management strategies.